IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

Making Sense of Complex Marketing Decision Systems: Decision System Analysis

Listed author(s):
  • Roger Marshall

    (Marketing Advertising Retail and Sales Department, Auckland University of Technology, New Zealand)

  • David Bibby

    (Auckland University of Technology, New Zealand)

  • Na WoonBong

    (KyungHee University, South Korea)

Registered author(s):

    Decision system analysis (DSA) is a conceptually simple technique that maps the process of group decisions over time. The data are gathered in a variety of ways, but most often some form of protocol analysis is the foremost tool. The data are then condensed and depicted as a flow chart for a specific decision. If several such flow charts can be assembled within an industry, they can be melded together to form a generic guide that is very useful to practitioners and very interesting to theorists. Here, a brief history of the development of the technique leads to a description of the process. This is followed by a comparison to cognitive mapping, a similar technique applied to mapping thought processes rather than physical processes, and an illustrative longitudinal example of DSA.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    File URL:
    Download Restriction: no

    Article provided by College of Business and College of Finance, Feng Chia University, Taichung, Taiwan in its journal International Journal of Business and Economics.

    Volume (Year): 12 (2013)
    Issue (Month): 2 (December)
    Pages: 121-130

    in new window

    Handle: RePEc:ijb:journl:v:12:y:2013:i:2:p:121-130
    Contact details of provider: Postal:
    100 Wenhwa Road, Seatwen, Taichung

    Web page:

    More information through EDIRC

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

    in new window

    1. Durif, Fabien & Geay, Bénédicte & Graf, Raoul, 2013. "Do key account managers focus too much on commercial performance? A cognitive mapping application," Journal of Business Research, Elsevier, vol. 66(9), pages 1559-1567.
    2. Martin, Drew & Isozaki, Mark, 2013. "Hotel marketing strategies in turbulent times: Path analysis of strategic decisions," Journal of Business Research, Elsevier, vol. 66(9), pages 1544-1549.
    3. Pamela S. Barr, 1997. "Seeing isn't Believing: Understanding Diversity in the Timing of Strategic Response," Journal of Management Studies, Wiley Blackwell, vol. 34(3), pages 337-370, May.
    4. Bettman, James R & Park, C Whan, 1980. " Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis," Journal of Consumer Research, Oxford University Press, vol. 7(3), pages 234-248, December.
    Full references (including those not matched with items on IDEAS)

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:ijb:journl:v:12:y:2013:i:2:p:121-130. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Yi-Ju Su)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.